I Knew That.

At Legal Blog Watch, Carolyn Elefant (who, along with Robert Ambrogi, writes one of the best of the blogs on the law industry and keeps me current on a daily basis), notes that some lawyers think a lack of marketing causes people to die intestate. Wow! Something’s really wrong here.

Or is it? Lack of knowledge isn’t nearly as widespread as some people make it out to be. Every financial professional I know personally has a complete understanding of the very good reasons to make an estate plan and formalized will. Many have taken the time to explain these reasons to me. NOLO Publishers has made a significant business (since the 80’s!) of providing the various legal forms that constitute a basic, well-drawn will.

Over 65% of Americans own homes (and less every day!), and every real estate person I know has a financial advisor referral source whose business it is to see that this large financial transaction (buying a home) does not close without some information on the importance of protecting this investment with a proper estate plan passing along with the closing documents, even if it is just an ad printed on the pocket folder that contains the documents.

However, I am of the belief that lawyers do not know — broad generalization — how marketing works. I think even the most skilled and persuasive litigator has no clue what moves a person to make a decision to hire an attorney. And I believe that effective legal marketing is more education and storytelling than it is sales.

Of course, you knew that…right?